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VM choice: Mosa's sponges

This notable window was a serendipitous pleasure at London’s Clerkenwell festival. Mosa, the Dutch floor tile specialist, had a lovely window based on a bathroom installation in their showroom. In a perfectly simple, eye-catching arrangement, a row of natural sea sponges suspended on fishing line in the open-backed window moved up and down, each powered by an individual motor.

Neatly concealing a mass of wiring for the motors just behind the fascia above the glass, the concept was developed by Katherina Schmitt, Mosa’s Senior Designer and Events Coordinator. Schmitt already has another idea planned for next year.

As all VM practitioners know, the movement of something which the customer does not expect to move is a sure means of attracting attention. The simple sponges here, paired with an explanatory blue graphic: ‘Explore fresh ideas with Mosa,’ and some blue bubbles, simply convey a playful and watery theme.

Very simple, yet effective.